How has the effect of brand personality on customer-based brand equity changed over time? Longitudinal evidence from a panel data set spanning 18 years

Using a panel data set (n = 49,626), this research tests opposing hypotheses about the influence of brand personality dimensions (BPDs) on customer-based brand equity (CBBE) and the evolution of this influence over an 18-year period. The results show that, on average, the BPDs of excitement, compete...

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Detalles Bibliográficos
Autores principales: Luffarelli, Jonathan, Delre, Sebastiano A., Landgraf, Polina
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2022
Materias:
Original Empirical Research
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9375090/
https://www.ncbi.nlm.nih.gov/pubmed/35991119
http://dx.doi.org/10.1007/s11747-022-00895-2

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9375090/
https://www.ncbi.nlm.nih.gov/pubmed/35991119
http://dx.doi.org/10.1007/s11747-022-00895-2

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